Cagayan de Oro City, Philippines — Representative Rufus Rodriguez of Cagayan de Oro City’s 2nd District reassured the public on Saturday that self-regulation in the advertising industry will remain intact despite proposed changes to the economic provisions of the Philippine Constitution. This clarification came after various concerns were expressed during a Senate hearing on the proposed amendments last Thursday.
According to Philippines News Agency, who chairs the House of Representatives Committee on Constitutional Amendments, the charter change focuses primarily on adjusting the foreign ownership limits in advertising firms, currently capped at 70 percent Filipino and 30 percent foreign. "We are focused on the ownership issue. There is no plan to disturb whatever internal arrangement existing in the ad industry, like self-regulation. I will not support any proposal to change that," Rodriguez stated.
During the Senate hearing, Ad Standards Council legal counsel Rudolph Jularbal commented on the potential shift in ownership, noting that the effectiveness of self-regulation would not be compromised by changes in the nationality of ownership. Jularbal emphasized that "if self-regulation is functional, regardless of the ownership of advertising agencies, content will be regulated effectively."
Rodriguez also addressed concerns regarding the impact of foreign ownership on the value of advertising agencies. He argued that the infusion of additional funds and technology transfer, along with the availability of foreign expertise, typically enhance the operational capabilities of any business, including those in the advertising sector.
The discussion at the Senate also touched on worries about the potential for advertisers to influence editorial content. Rodriguez responded to these concerns by emphasizing the autonomy of ad agencies in their editorial decisions. "We will not interfere with editorial judgment. As to the content of an advertisement, that matter is left to the discretion of both the advertiser and his ad agency," he reassured.
These statements aim to maintain confidence in the Philippine advertising industry’s self-regulatory framework as lawmakers consider broader economic reforms.